Nobody does what you don’t ask them to
Return to winstonwrites.com | Subscribe to this newsletter Check out my epic failure. This is a 6-email campaign from 18 months ago. Sent to a cold list of 247 CROs. It looks like a huge success. It wasn’t. (Disclosure: I wrote all 6 emails). Check out those open rates: 84 to 101%. Check out those […]
Introduction emails that don’t work (part 1)
Return to winstonwrites.com | Subscribe to this newsletter Last week I invited newsletter readers to send me the cold emails in their Inbox. Wow. You guys get a LOT of cold emails, and none of you are replying. As a reminder, here’s why emails from these unknown companies are so hard to write well. Introduction […]
Don’t say YOUR to your prospects (B2B introduction emails p.2)
Let’s talk about hooking a B2B prospect’s attention. But first let’s ruin all TV and movies for you. With a single phrase. “You don’t get it.” Visual media is supposed to Show, Not Tell. But showing takes work (and money). Telling is easy and cheap. So one character ALWAYS says “you don’t get it” — […]
The Way to Write To Strangers
winstonwrites.com | Get future articles as emails Remember that big presentation you did that time? It was important, so you made sure it looked good. To impress people. What you REALLY should have spent time on was figuring out how to get and keep that audience’s attention. But that’s a difficult skill to develop. So […]
What are “gut” questions?
Return to winstonwrites.com | Get future articles as emails There are 2 kinds of questions you can use as an opener. There are Brain questions and Gut questions. Brain questions are logical and external. Gut questions are emotional and internal. Gut questions nudge people into their own thoughts and feelings. I’m not a fan of […]
How to be less professional
Return to winstonwrites.com | Subscribe to this newsletter Professional isn’t ‘arm’s length’. And it’s not ‘being impressive’. It’s courtesy. When you reach out to a stranger, on LinkedIn or in an email, you have to make some pretty big assumptions. They’ll appreciate that you put this message into their lives They’ll be better off once […]
How to get attention when you’re boring
A few minutes ago I wrote LinkedIn ads and webpage openers for a very typical Dean Waye client — a company that makes something complicated and sells to businesses. In this case, they re-architected Apache Spark into a more cost-efficient version, to drive down cloud compute costs. See, I wasn’t lyin’… So let’s talk about […]
Shortcut your way to the closest dollar
This is a short article, but probably the most valuable so far. Especially if you don’t have a huge budget, or a lot of time, but you need to make an impact with prospects. Getting people to notice a company’s message and then invest their time or attention in it is difficult. (And expensive. Let’s […]
How to create urgency in your B2B outreach
Urgency in B2C is pretty simple. Communicate a time limit, or a personal cost. Or both. When a transaction is easy to understand or the price tag is small, purchases happen. In complex B2B urgency is different. It’s much harder to create. And even if you create it, it needs to last a long time. […]
Be Today’s Welcome Distraction
Recently I talked about creating a sense of Urgency during B2B prospecting. I said it’s a lot harder than in B2C, and you probably shouldn’t try. At least not until you’ve mastered the Welcome Distraction. The Welcome Distraction taps into a very human need that everyone has. Literally everyone. It’s the need to feel some […]